Would You Wear The Bra That Tweets Whenever It’s Unclasped?

There’s something very pleasing about particularly innovative uses of social media, and a new campaign from OgilvyOne Athens, which proposes to raise awareness of breast cancer and the importance of a regular self-check breast examination, is one of the most creative I’ve seen.

Let’s take a closer look at the tweeting bra.

The concept is simple. Maria Bacodimou is one of Greece’s most popular TV presenters, and she has bravely agreed to wear the tweeting bra for two weeks. Every time Maria unhooks the bra it will automatically post a tweet to the @tweetingbra on Twitter, linking back to the official website, which has more details, plus tips on performing a self-exam.

A special mechanism is hidden under the hook of our tweeting bra. Every time our bra is unhooked, it sends a signal to a cell phone, the cell phone notifies a server, and the server generates the tweet… as simple as that!

Okay, so the @tweetingbra feed is almost entirely in Greek right now (not what what else I was expecting), but still, this is a refreshingly clever concept and a brilliant example of how to use Twitter to raise awareness.